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Protinex, InBody team up to establish relevance of right protein intake
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Tuesday, 13 November, 2018, 08 : 00 AM [IST]
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Our Bureau, Bengaluru
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Danone has joined hands with InBody, a global leader in body composition analysis, to establish the relevance of right protein intake in maintaining good muscle health. The former’s flagship brand, Protinex, which is a leader in the protein category, has been driving protein awareness among Indians with its new campaign on muscle health.
The inaugural InBody Academia on Body Composition analysis in Clinical Nutrition and Medical science was held in Mumbai recently. The event focussed on sharing medical pedagogy of the Body Composition and Utilisation that includes the benefits of Body Composition Analysers in Nutrition for people from all walks of life and all age groups.
A recent InBody study revealed that 71 per cent of Indians had poor muscle health, and 68 per cent have low protein levels. A leading cause for this could be inadequate intake of protein. The regional data presented an even more alarming picture. Statistics indicated that Lucknow had the highest percentage of males and females having poor muscle mass, with 82 per cent of males and 80 per cent of females. Delhi had a lower percentage of people with poor muscle mass, with 64 per cent of both males and females.
Himanshu Bakshi, director, marketing, Danone India, said, “Food companies have a vital role to play in helping enable healthier lives, and at Danone, we believe a food revolution has begun. We strive to meet the needs of our consumers through health-focussed product offerings responding to today’s and tomorrow’s food trends. Our association with InBody is yet another step in this direction, and we truly believe that with our hero brand Protinex, we will be able to value and drive the message of protein relevancy across age groups in India.”
“Presently, Danone is making concerted efforts to build the importance of protein in muscle health. We truly believe that Muscle Health is a big health agenda that Indians need to focus on. Protinex recently launched its new campaign, #ProtinexForMuscleHealth, to establish the importance of protein for good muscle health among Indians,” he added.
“According to our recent study, there is a pervasive problem of poor muscle health in India which needs to address. Our association with Protinex is a step in this direction as we work towards a common mission to build awareness about the importance of muscle health amongst Indians and find appropriate solutions. We believe that there is a need to forge such partnerships with industry as well as the government to scale up awareness initiatives and create a tangible impact in alleviating the issue of poor muscle health in India,” said Kenneth Cha, managing director, InBody India.
“Protein is the most misunderstood nutrient with a lot of fallacies around it like it is only for bodybuilders, or the belief that our daily diets have sufficient protein, and some people believe that protein supplements are only for specific medical conditions. To compound the situation, not many people are aware about their daily protein requirement,” said Dr Nandan Joshi, head, nutrition science and medical affairs, Danone.
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